 Today we're going to be taking a look at the Facebook ads audience insights tool. Since iOS 14 rollout has been completely revamped and the information it now gives us is somewhat limited in comparison to what it once did. But does that make the audience insights tool completely useless? In this video I'm going to take you through a live example of how I would build an audience out using the tool for a specific product. To start the video off, let's take a look at what the audience insights tool looks like today. To get to this tool, go to your Facebook business suite and then click this insights button on the left hand side. From here, go to the audience section and then we have two different tabs. Current audience will have a focus of demographics around the Facebook page you have selected at the top. Using the potential audience button, we can find different demographics for different audiences and interests. By hitting this filter button, we have a range of different options. We can select audiences from different locations, different age ranges, different genders, different interests and different languages. From this perspective, the same information we have to define our audience is pretty much the same as what it once was. So let's go through a broad example to start with. Let's put the UK into the location at the top. Let's remain at all ages, all genders and we'll keep the interests blank for now. If you want to save any particular audience once you've created it, hit the create audience button here at the bottom. So what I've done here is essentially just targeted everybody in the UK. We can see the potential audience size is 49 million people. What this 49 million people indicates is essentially how many people have seen ads over the past 30 days. We can see the split between men and women is almost 50-50 with women having 56.8% and men 43.2%. The top cities in which these people are based, we obviously have London at the top, Birmingham, Manchester, Glasgow and so on. At the bottom we have the top 10 pages that people within the parameters of our audience like. So essentially what this means is that 15.72% of all people in the UK on Facebook that have seen an ad in the past 30 days like the Facebook page Ladd Bible. So now that we're familiar with the Facebook ads audience insights tool, let's look at the real example for a real product. The products I'm going to be using for this video are these golf shoes here. These are proven products that featured in one of my previous videos. To prove this, let's take a quick look at this listing on the exchange marketplace. We have bunkaliskgolf.com and they're asking $150,000 for their business. Let's take a quick look at their revenue. They made $550,000 selling these golf shoes. We can confirm this by going to their Shopify store using our free Shopify inspector tool, going straight to products, straight to their best selling products. And we can see number one is the new 2021 swing stabilizing shoe. If we flip back to Aliexpress just quickly, we can see the shoes are indeed identical. So if I wanted to build an audience out to sell this particular product, this would be the process I would go through. Let's go to filter. I'm going to keep the UK being based in the UK. I'm going to keep all demographics and all genders. The first interest I'm going to take a look at is the actual niche of the product, which is of course golf. Once the results have loaded, we can see the potential audience size is 16 million people, which is obviously very, very broad. This is confirmed. If we go down to the top pages, we can see that the pages are also random and not necessarily related to the golf interest. When you're doing your audience research, I find it's handy to have an ad manager open with an ad set loaded up. So you can go to the detailed tags in box and use the suggestions to find other similar interests to then put into the audience insights tool. So if we put golf into here, hit golf and then hit suggestions. Facebook will kindly give us lots of different other interests we can target that are similar to the base interest. Because the golf interest solely is so broad, then through my experience, what this can mean is you have to put quite a lot of money through a particular ad set in order for it to learn, find who your ideal customer is and optimize. For people with smaller budgets, this just isn't an option. Let's now compare this to a suggested interest from our ads manager. So we'll go to our ads manager, we'll hit suggestions and we'll find a smaller highly targeted interest. So by hovering over it, we get an idea of the size of the interest. The golf course is nearly 30 million people. Golf equipment is 5 million and golf magazine is 6. A good way to be thinking when selecting your interests, try and think of the behaviors of your customer and the sort of things they'll be linked to. So if you're trying to target a golfer, let's say think golf magazines. The only people buying and subscribing to golf magazines are people who are keen on golf and therefore more likely to buy our golf shoes. So let's take our golf magazine interest, head back to our audience insights tool. I'm going to start with a fresh one so we can do a side by side comparison. We'll go to filter, make sure everything's the same. We've still got the UK at the top and we're going to put golf magazine into our interests box. Now the results have changed accordingly. We can see our potential audience size is just over half a million people. Where the value comes from, the audience insights tool in my opinion is this top pages section. We can see the pages in this top 10 have actually changed and there's actually some interests in this list that are related to the golfing interest. We have Rory McElroy who is obviously one of the most popular golfers in the world. We have Sport Bible which obviously covers any sort of golfing related news. We have Sky Sports who obviously show the golf. We have American Golf who is a retail outlet of golfing equipment. We have Rick Shields who is a popular golfing influencer. We have the PGA tool which runs all the golf competitions. We have Match the Day which isn't relevant and we have Amazon. The biggest difference here and what this illustrates to me though is that this is a higher quality audience to target versus the golfing interest on its own. If we compare them side by side, a good metaphor to use is think that you've had a room full of 550,000 people who are interested in golf magazines. The room next door has 16 million people in and these people are related to golf broadly in general. Just because you're interested in golf and watch golf doesn't mean you necessarily play it and if you don't play it you're not going to be interested in buying some golf shoes. So let's say you have two hours to go into each room individually and try and find people who are interested in buying your golf shoes. In the room full of 16 million people there's quite a lot of people and you might only come across say 10 or 20 people who are actually interested in buying your shoes because it's such a broad audience. If we compare this against the half a million people because it's so much more specific and there's a higher percentage of people in that room that actually like other golfing interests in that same two hours you'll probably find 10 times the amount of people who are actually interested in your golf shoes. This will be the same case for your Facebook ads in a broader larger audience. The hit rate, i.e. the amount of people that your ad actually is displayed to that have an interest in your golfing shoes is going to be a lot smaller and therefore it's going to cost a lot more money to test that audience. Find that amount of people that like your product in order to help the pixel optimize. So one strategy you can use is use these smaller audiences build up those conversions, season your pixel and then scale out into bigger audiences. In my opinion, 550,000 people though is just too small. It's not going to take very long until you burn through this audience and essentially you've exhausted everyone. So what you can do and what I would recommend to build out your audience and make it larger while still keeping the same quality is to stack your interests. So to do this, we can go back to our ads manager in our loaded ad set. We need to make sure we have the original interest selected. With golf magazine selected, we can hit the suggestions button and Facebook is going to give us other interests which contains similar people to this original golf magazine interest. Again, when you're flicking through the interests hovering over and looking for different sizes, make sure you pick an interest which is relevant to the people who are going to be spending money in your niche. So the next interest that catches my eye is golf equipment. Before confirming this and running the test for it, we can always double check it by going back to our Facebook audience insights tool, hitting the filter button. We can remove the original golf magazine and put golf equipment. Once the results have loaded, we can go down to the top pages and just double check that in this top pages section, we still have other golf related interests. In this case, we have Rick Shields which is a golfing coach. We have American golf, Rory McElroy and a couple of other sports related interests. So in this case, this would also make a great interest to stack on top of our original interest which was golf magazines. To check the potential audience size, we know what we're going to be testing. We can add it to the interest box here. Once selected, the insights tool will adjust and that gives us an overall potential audience size of 1.7 million. We can also double check the quality of our overall audience by again doing the same thing. If we take a look at the top pages section, we still have some golf related interests. Once you're happy with an audience that you've got selected, one thing you can do is take a look at the gender and age demographics. We can see that men dominate this demographic 88.1% to 11.9. Typically in the testing stages though, I still like to leave it broad. Let Facebook put our ads out there, let the data come back, see what demographic it is which is indeed making the purchases and we can always narrow down at a later date. So just a quick recap then to quickly go over essentially what we've done. Instead of tagging a super broad interest like golf for a brand new pixel for somebody on a low budget, this is going to cost a lot of money and take a lot of time before the pixel has a chance to find out who your ideal customers are, optimize and then produce efficient and sustainable results. A much better option would be to use the strategy I just showed you to find smaller, higher quality, more focused audiences, stack those interests together to create bigger potential audience sizes that still contain that quality. At 1.7 million people, we can see a significant amount of results in terms of orders and purchases through our website and once we have that data through the pixel, we can use it to then either target larger audiences, broader audiences like the golfing interest solely and we can also use it to build out our lookalike audiences and scale using that strategy as well. When it comes to picking the interests themselves, try and pick interests which will be related to people spending money in your niche. So let's go through some examples just to make sure that point is really clear because this can make a significant difference to the quality of your audiences. Interests like golf equipment and golf magazines are things that people spend money on within our niche and therefore that increases our chances of finding people who actually play golf and therefore increases our chances of finding people who would be interested in golf shoes. You can always double check the quality of an interest if you're not quite sure whether it's a good one to target by putting it into your insights tool, going to the top pages, looking for some pages which are related to the niche in which you're interested. There are some exceptions though that you need to be aware of and in my opinion, this is where the audience insights tool lets itself down. So if you're not familiar with my drop shipping background, the first successful product I found was in the dog niche. I've made a lot of money using the dog walk in interest as an audience and I know it's a good one but if I was to double check the quality of this by going to our insights tool and putting it into the interest section, double checking the top pages and if we quickly go through those, we can see none of those are indeed related to the dog niche. In this instance, it comes down to the fact that within the dog niche, there isn't actually that many massive pages that have millions of followers and therefore they'll never make it into this top 10 pages section. If this is the case for you, then unfortunately when it comes to testing audiences, you need to do a bit of free styling and what I would recommend for this in this situation, in this example, with dog walking selected, we can hit suggestions and find a similar interest. Let's go for something quite big because dog walking on its own is 3.6 million, we're gonna be narrow in the audience so we need something big so the audience size doesn't go too low. Let's try dog training. Instead of putting it into the box here and stacking them, I'm gonna hit the narrow audience box and then put it in here. With these two selected, we can see we have a potential reach of two million people. So essentially what I've done there is I've told Facebook that I wanna target people who have an interest in dog walking as well as an interest in dog training. Now unfortunately using the insights tool, there's no way of double checking whether these are quality interests. We just have to use a bit of common sense and assume that people who are interested in dog training and dog walking actually own dogs and therefore would like to buy our dog product. Fingers crossed that because this new audience insights tool is new, Facebook will develop it over time and add some more filters so we can be a bit more specific with our audiences. One feature that I personally like to see them add is that in the same fashion in your ad set where you can narrow your audience, the same thing for audience insights. That way you can be super specific with the audience that you want to check the quality of. With that being said guys, I'm gonna wrap the video up. If you're still watching, I really do appreciate all the support. So thank you very much. If you enjoyed the video, please make sure you hit that like button and please make sure you drop me a subscribe if you wanna see more of my content. One final quick message before you go, if you are looking for a program to take you from day one, from scratch as a complete beginner, all the way up to having a fully fledged and functioning profitable business on Shopify, make sure you check out my Ecom Academy. Thanks again for watching and I'll see you guys in the next one.